The Week: WKD owner kicks off review of £5m media business

Eva Petrou, the marketing communications manager, is overseeing the
pitch, which coincides with the launch of a campaign supporting WKD
Core, the brand's new 4.5 per cent cider variant.

The work, which breaks next month and includes outdoor and press
activity, moves away from the rustic style of most cider advertising to
give the brand a younger, more modern image, like the cheeky WKD
ads.

The review will not affect Big Communications, WKD's advertising agency,
or Elvis, which handles direct marketing.

WKD Core's launch marks the first time in 13 years that the brand's name
has appeared on a drink that is non-spirit based.

A Beverage Brands spokeswoman denied that the media review was taking
place.